The Influence of Green Marketing on Purchase Intention of Eco-Friendly Household Products: The Mediating Role of Consumer Rights Awareness

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Quantitative analysis shows green marketing boosts purchase intention in consumers, highlighting the role of consumer rights awareness.

Green marketing significantly enhances purchase intention for eco-friendly household products.
Consumer rights awareness mediates the relationship between green marketing and purchase intention, suggesting a crucial connection.
The study involved an online survey of 100 respondents, all aged 18–35 aware of sustainable products.
Findings emphasize green marketing's dual role in informing and empowering sustainable consumption choices.

Abdullah et al. (2025) studied this question.

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